Despite a deserved reputation for being a very friendly group of professionals, competition between estate planning and elder law firms is intense. Attorneys may carve out a particular geographic area or build a practice focused on a few specialty areas, but every estate planning attorney faces competition from other attorneys. Add online estate planning websites and their national marketing budgets, and you’ve got a fiercely competitive market.
That’s where Integrity Marketing Solutions comes in. Our clients, who range from solo practitioners to large law firms, benefit from a multi-channel marketing system that is continually being improved. Remember, we started in this niche more than twenty years ago, and our success is in part the result of our staying at the edge of marketing technology so that our clients are always ahead of the pack.
We have a very specific process that new clients go through. Just as you don’t reinvent the wheel every time a client needs a simple will, there are certain basic pieces of information that we know we need to gather before we can design a website, create graphics and build a multi-channel marketing program. Sometimes we surprise new clients, who don’t really grasp just how well we know your practice, until we start asking the hard questions.
Another surprise to some of our new clients: the importance of integrating all of your marketing, from the online website, social and eNewsletters to the postcard mailings, special events and public relations programs. Digital marketing is our lead, but we recognize that many estate planning and elder law firms are actively engaged in non-digital marketing as well.
When the digital and traditional marketing communications align, the impact on your practice is powerful.
Consider these scenarios:
You give a presentation to a deliberately small group of CPAs on estate planning for high-net worth clients. A week later, an automated email with selected sections from your presentation to all who attended and those who said they would attend but did not make it. Four weeks later, a follow up email goes out with an update on the topic. Every month or two (your preference), a related article or infographic is distributed to this group. The frequent contact over time to a small group of targeted potential referral sources takes a one-off presentation and turns it into an on-going campaign.
Your lawyer video makes its debut. It’s exciting for your team and you want everyone to see it. An email blast goes out to everyone on your list through your E2-CRM. Your IMS monthly report comes in and you can see who watched the video and what pages they went to after watching the video. Next step? Have the system send those who watched the video and went further into the website a relevant article based on the pages they visited and an invitation to schedule a meeting through your website or to call the office with any questions.
Aristotle was right: “The whole is greater than the sum of its parts.” That’s the power of marketing synergy.